Facebook isn't just for reconnecting with your eighth grade best friend or posting photos of your children -- it can be a valuable networking tool for your law firm as well. Social networking Web sites are all the rage, and Facebook is one of the biggest. While it is mostly for personal use, there are several ways you can utilize Facebook to increase your firm's profile.
The first thing you can do is create a personal Facebook account (if you don't already have one). Beyond the personal enjoyment of connecting with old classmates and colleagues, networking with friends can be a good way to get referrals.
The next step is to create a page for your law firm on Facebook and invite your friends to "like" it. At the very least your Facebook page should include basic information about your firm, including address, phone number, and office hours. You can also use your Facebook page to post interesting articles, ask questions, and direct people to your Web site. In addition, you can invite people to events, such as workshops or talks. The more you engage with your Facebook page, the more use people will get out of it and the more likely it is to attract fans. While this can be a lot of work, if you already have a blog or a Twitter account, you can have your blog posts or tweets post directly to your Facebook page.
Here are some examples of how some elder law attorneys are using Facebook: Arkansas Elder Law, Hurley Elder Care Law, and Jim Schuster. To create your own page, click here.
Another way to interact with people through Facebook is with a group. Facebook groups allow people with a common interest to discuss issues. You can search for groups that interest you (for example, NAELA has a group) or you can also start your own group. Once you join a group, you can post questions, answer questions, or post articles to the group. Engaging with groups can be a way to get your law firm name known, to meet other people with the same interests, and to do valuable networking.
In addition to pages and groups, you can also advertise on Facebook. Your advertisement can direct people to your Facebook page or to your law firm's Web site. Facebook Ads allow you to target certain demographics. For example, you can direct your ad at specific regions, ages, genders, education, etc. The cost for these ads is usually minimal; you can choose to pay per click (pay every time someone clicks on the ad) or per impression (pay for a set number of people to view the ad). For more information about advertising on Facebook, click here.
While Facebook should not be your only marketing tool, it can play a role in a broader strategy. For more information on the best practices for attorneys using Facebook, click here.
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